Energy

Catching rays

June 24, 2010

Global

June 24, 2010

Global
Our Editors

The Economist Intelligence Unit

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An Economist Intelligence Unit report, sponsored by SAP

Catching rays: Five success factors in an explosive solar market was written by the Economist Intelligence Unit, and sponsored by SAP.

For nearly the entire first decade since its founding in Arizona in 1999, First Solar, like many companies in the solar sector, rode a wave of soaring growth. Through 2008 it was expanding at a rate of 144% and continued to capture market share from competitors with its innovative "thin film" technology, which can produce electricity from sunlight in a wider range of light conditions than more traditional silicon-based technology. Last year, however, First Solar lost 43% of its market value as investors fled. There were two consolations for the company in the midst of such a steep decline. First, the slump was widespread. Most renewable energy companies—not only in the solar sector—shrunk in value during the same period, and others fared much worse than First Solar. Q-Cells of Germany, for example, lost 73% of its market value and its CEO resigned as a result. Second, at the end of the shakeup, First Solar retained the highest market value among solar module makers, at US$9.4bn according to Nomura Securities' renewable energy companies' valuations list in May 2010.

Today First Solar is at the forefront of an industry that appears to be rebounding. After unprecedented difficulties in the last two years, analysts predict a bright future. Clean Edge, a research company, forecasts that revenues for the solar photovoltaics (PV) industry—the largest by far of the three main solar technologies (see sidebox on the next page)—will increase more than three-fold by 2019, to US$116.5bn.

Even as it grows, the sector retains a "pioneering spirit", says Jerry Stokes, vice president for strategy for Suntech Power of China, which is number two on Nomura's valuations ranking, at US$1.6bn. There are an estimated 1,000 new technologies being researched, any one of which could become the next big thing and potentially sideline current sector leaders. The industry rankings have already seen plenty of reshuffles in recent years and more could be on the horizon. In order to survive and prosper, solar companies must successfully adapt to evolving government policy, reduce production costs, drive innovation, and scale up quickly or find a lucrative niche—all the while staying abreast of the fast-changing technologies in the sector.

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